Children’s Charity – Direct Mail Donor Acquisition

Children’s Charity – Direct Mail Donor Acquisition

Background

Our client is a children’s charity based in Victoria. They work with more than 900 families across the state who have a child with a life-threatening condition, providing ongoing support from diagnosis all the way through recovery or bereavement.

The free-of-charge family support services include counselling, advocacy, sibling support, bereavement support, networking and peer activities, trained family volunteers and specialist care at their Hospice. The charity relies largely upon donations and find-raising to provide this support.

Challenge

Creating more awareness to new and current donor’s year-on-year is a challenge. They wanted to circulate a personalised letter attracting both current donors and new acquisition donors highlighting the benefits of donating and introducing them to both staff members and patients. The goal was to achieve an uplift in response by approximately 40% via the Annual Tax Appeal campaign.

Solution

We partnered with the charity on maximising personalisation, customer profile segmentation and data cleansing to ensure the database was utilised to its full potential. We also printed on our High Speed Continuous Colour printer, for more efficiency, quality and cost saving. This allowed maximum variability in each mail pack to enhance personalisation.

Results

Over 10,000 personalised letters were sent out and with the help of Blue Star DIRECT and our client generated an uplift in new donors of 54% on the previous year. Up 9% on their initial target. More importantly, our client continues to help children and their families in need and raise awareness.

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